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Social & TV: the perfect match?

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Mathias Beke
Mathias Beke

Social media has become integrated with television viewing, as people now often comment on shows they are watching through platforms like Twitter and Facebook. An episode of Game of Thrones generated over 240,000 tweets during its airing alone. TV networks and advertisers are now exploring ways to leverage the second screen experience, such as by creating interactive polls, trivia, or commerce opportunities related to the show. However, traditional television viewing remains important, with over 60% of Belgians watching on a traditional TV set. The future will involve finding the right balance and feedback between traditional and digital platforms to engage fans across multiple devices.

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SOCIAL & TV THE PERFECT MATCH?
The ability to share our reaction within seconds has cemented social media sites into the experience of watching our favorite shows
In the USA, the episode 9 of the 3rd season of the HBO fantasy series "Game of Thrones" hit 241.700 tweets during the show, an incredible 172% increase compared to an average episode (88.900 tweets). The last 10 minutes of the show saw close to 80,000 tweets. 45% of people expressed shock, often with a big WTF?! 17% of the conversation was posted in all capital letters 13% of people were devastated by the episode 7% said they will never watch GoT again (well see about that) 3% of GoT buzz came from non- fans asking what happened Source: fizziolo.gy
On May 26 alone, there were in the US more than 2.3 million TV-related tweets. That included over 600,000 for that night's NBA game, 230,000+ for The Bachelorette and nearly 58,000 for Arrested Development
Challenging the new normal
Traditional TV: More Time (A little less) Reach (Source: CIM Audim辿trie 3/2005 vs 3/2013) 15-34 2005 15-34 2012 35+ 2005 35+ 2012 Men 2005 Men 2012 Women 2005 Women 2012 SG 1-4 2005 SG 1-4 2012 45% 50% 55% 60% 65% 70% 75% 80% 85% 2:52:48 AM 3:21:36 AM 3:50:24 AM 4:19:12 AM 4:48:00 AM 5:16:48 AM Daily Reach %
Facebook is a mass media 5.200.000 profiles (socialbakers June 13) 5.025.000 total unique visitors (comScore May 13) 80% of Belgian internet users are on Facebook 52% Women 48% Men Over 66% return daily, over 85% return at least once a week Sources: socialbakers, comScore
Recently, TV has partnered with online devices for social and realtime experiences "Audio synching allows consumers to sync their smart phones or tablets to interact with a show and participate in: trivia, polls, quizzes, predictions, voting and more."
60% of the Belgian owned a Digital TV (Source: Multiscreen & Mobile Survey (MMS) Havas Media Belgium 12/2012) Despite the penetration of the new devices, alternative consumption of linear TV is mainly watch from a traditional TV set. But, opportunities of media meshing are multiplied by the abundance of devices
Multi-Tasking & Multi-Screen is not to be neglected (Source: Multiscreen & Mobile Survey (MMS) Havas Media Belgium 12/2012) Second Screen Interactivities linked with TV content are growing Traditional TV Sets are in competition with Computer and Tablets Content Portability to traditional TV Set is expected
Social&TV: Augmented Snack, augmented, add-on content that adds value to large screen. Behind the scenes, VIP, Wikipedia, Twitter feeds, 360 Video,
Social&TV: Gamification Playing along such as with Million Pound Drop UK, Intuitie in Holland,
Social&TV: Transmedia Storytelling across multiple devices, platforms and format that can use second screen technologies "The future isn't either traditional or digital: it's a feedback loop between the two. Television fans want to get involved and be counted. It's how creative we are in engaging those fans - and keeping them connected even as they move away from the traditional network - that will determine how potent and profitable we will be in the future." Kevin Reilly, President of Entertainment, Fox Broadcasting
Social&TV: Discover & disseminate Facebook is driving new viewers to watch specific TV programs. Nearly half of the Internet users responding to a September 2012 Nielsen survey reported that they started watching a show because of opinions expressed on Facebook Credits: Prophets
Social&TV: Communities & Conversations a huge opportunity for building relationships with viewers
Social&TV: Commerce Being able to buy (micro payments). Satiate the need for consumer to impulse spend.
Second Screen Ad Injection systems will automatically place interstitials and / or reward the viewer by sending exchangeable coupons or special offers which can be tracked from reception to redemption
Twitter Ads
Facebook introduces hashtag Heres why: Its all about the second-screen audience Its been Twitters major pitch to advertisers to tack little hashtag addendums and catchphrases onto the end of their commercials. From there, a viewer can do a quick search for the hashtag to track conversation about the ad and connect with other folks. Same with TV marketers Twitter lets advertisers stick promoted tweets for their products in with those specific hashtag searches. Soon on Facebook
Social & TV: The Voice Belgique & TVVV
Social & TV: The Voice Belgique
Social & TV: The Voice Belgique
More Data
Data Mining from the second screen social activity and connected TV will change the game of TV metrics. Web-style analytics will give data from the VOD servers, TV browser pages, TV and second screen apps and even the devices themselves. Facebook and Twitter posts related to TV the consumer is watching can be tracked and sentiment monitored on massive scale - which could be part of the new ratings.
Social & TV: Marcom Opportunities Leveraging the small screen during big live events Incentivizing ad engagement Gamifying TV ads Bridging a campaigns TV and digital elements Syncing e-commerce and social recommendations with TV content Sponsoring second-screen extras Spurring social chatter with hashtags Enabling real-time interactivity
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Social & TV: the perfect match?

  • 1. SOCIAL & TV THE PERFECT MATCH?
  • 2. The ability to share our reaction within seconds has cemented social media sites into the experience of watching our favorite shows
  • 3. In the USA, the episode 9 of the 3rd season of the HBO fantasy series "Game of Thrones" hit 241.700 tweets during the show, an incredible 172% increase compared to an average episode (88.900 tweets). The last 10 minutes of the show saw close to 80,000 tweets. 45% of people expressed shock, often with a big WTF?! 17% of the conversation was posted in all capital letters 13% of people were devastated by the episode 7% said they will never watch GoT again (well see about that) 3% of GoT buzz came from non- fans asking what happened Source: fizziolo.gy
  • 4. On May 26 alone, there were in the US more than 2.3 million TV-related tweets. That included over 600,000 for that night's NBA game, 230,000+ for The Bachelorette and nearly 58,000 for Arrested Development
  • 6. Traditional TV: More Time (A little less) Reach (Source: CIM Audim辿trie 3/2005 vs 3/2013) 15-34 2005 15-34 2012 35+ 2005 35+ 2012 Men 2005 Men 2012 Women 2005 Women 2012 SG 1-4 2005 SG 1-4 2012 45% 50% 55% 60% 65% 70% 75% 80% 85% 2:52:48 AM 3:21:36 AM 3:50:24 AM 4:19:12 AM 4:48:00 AM 5:16:48 AM Daily Reach %
  • 7. Facebook is a mass media 5.200.000 profiles (socialbakers June 13) 5.025.000 total unique visitors (comScore May 13) 80% of Belgian internet users are on Facebook 52% Women 48% Men Over 66% return daily, over 85% return at least once a week Sources: socialbakers, comScore
  • 8. Recently, TV has partnered with online devices for social and realtime experiences "Audio synching allows consumers to sync their smart phones or tablets to interact with a show and participate in: trivia, polls, quizzes, predictions, voting and more."
  • 9. 60% of the Belgian owned a Digital TV (Source: Multiscreen & Mobile Survey (MMS) Havas Media Belgium 12/2012) Despite the penetration of the new devices, alternative consumption of linear TV is mainly watch from a traditional TV set. But, opportunities of media meshing are multiplied by the abundance of devices
  • 10. Multi-Tasking & Multi-Screen is not to be neglected (Source: Multiscreen & Mobile Survey (MMS) Havas Media Belgium 12/2012) Second Screen Interactivities linked with TV content are growing Traditional TV Sets are in competition with Computer and Tablets Content Portability to traditional TV Set is expected
  • 11. Social&TV: Augmented Snack, augmented, add-on content that adds value to large screen. Behind the scenes, VIP, Wikipedia, Twitter feeds, 360 Video,
  • 12. Social&TV: Gamification Playing along such as with Million Pound Drop UK, Intuitie in Holland,
  • 13. Social&TV: Transmedia Storytelling across multiple devices, platforms and format that can use second screen technologies "The future isn't either traditional or digital: it's a feedback loop between the two. Television fans want to get involved and be counted. It's how creative we are in engaging those fans - and keeping them connected even as they move away from the traditional network - that will determine how potent and profitable we will be in the future." Kevin Reilly, President of Entertainment, Fox Broadcasting
  • 14. Social&TV: Discover & disseminate Facebook is driving new viewers to watch specific TV programs. Nearly half of the Internet users responding to a September 2012 Nielsen survey reported that they started watching a show because of opinions expressed on Facebook Credits: Prophets
  • 15. Social&TV: Communities & Conversations a huge opportunity for building relationships with viewers
  • 16. Social&TV: Commerce Being able to buy (micro payments). Satiate the need for consumer to impulse spend.
  • 17. Second Screen Ad Injection systems will automatically place interstitials and / or reward the viewer by sending exchangeable coupons or special offers which can be tracked from reception to redemption
  • 19. Facebook introduces hashtag Heres why: Its all about the second-screen audience Its been Twitters major pitch to advertisers to tack little hashtag addendums and catchphrases onto the end of their commercials. From there, a viewer can do a quick search for the hashtag to track conversation about the ad and connect with other folks. Same with TV marketers Twitter lets advertisers stick promoted tweets for their products in with those specific hashtag searches. Soon on Facebook
  • 20. Social & TV: The Voice Belgique & TVVV
  • 21. Social & TV: The Voice Belgique
  • 22. Social & TV: The Voice Belgique
  • 24. Data Mining from the second screen social activity and connected TV will change the game of TV metrics. Web-style analytics will give data from the VOD servers, TV browser pages, TV and second screen apps and even the devices themselves. Facebook and Twitter posts related to TV the consumer is watching can be tracked and sentiment monitored on massive scale - which could be part of the new ratings.
  • 25. Social & TV: Marcom Opportunities Leveraging the small screen during big live events Incentivizing ad engagement Gamifying TV ads Bridging a campaigns TV and digital elements Syncing e-commerce and social recommendations with TV content Sponsoring second-screen extras Spurring social chatter with hashtags Enabling real-time interactivity

Editor's Notes

  • #7: Television (& the 30 advertising spots) were announced dead many times in the last 10 years in 2013, All types of people are consuming more (new) TV than 10 years ago ! But, certainly differently 30 still exist combined with many opportunities